Key points:

• Starting her career in Tech recruitment, Andrijana climbed through roles in financial analytics, recruitment, and business operations before discovering her passion for cybersecurity.

• Partnering with TeamT5, Andrijana co-founded SAFA to protect European businesses from cyber threats.

• SAFA’s standout tool, ThreatVision, specializes in tackling Advanced Persistent Threats (APTs) from the Asia-Pacific region. 

“Building a business is like assembling a puzzle,” says Andrijana Sekularac. “You need every piece to fit just right, and often, it’s the unexpected ones that complete the picture.” 

For Andrijana, Co-Founder and CEO of SAFA, this metaphor isn’t just poetic—it’s her reality. From scaling startups in Silicon Valley to pioneering advanced threat intelligence in Europe, her journey has been anything but linear. Each step added a vital piece to the broader picture of her success.

Andrijana didn’t end up in cybersecurity by accident. She started her career in a call center, followed by roles in financial analytics, recruitment, and business operations. Each job taught her something new. Then, while working as a consultant, she discovered cybersecurity. She loved the challenge of solving big problems and protecting people. When she started SAFA, she was ready to turn her ideas into real solutions.

This story dives into how Andrijana built SAFA, a Vienna-based company, to protect European businesses from cyber threats. You’ll read about her teamwork with TeamT5, which helped SAFA grow, and why their flagship product, ThreatVision, is making a big difference in Asia. Most of all, you’ll see her vision for SAFA—a company where people feel happy, grow, and make an impact.

Keep reading to learn how Andrijana is leading with heart, breaking barriers for women in tech, and making the digital world safer for everyone.

MR: Your career journey is fascinating, spanning diverse industries and roles. Could you share how your unique path has shaped your professional growth?

Andrijana: My journey has been anything but traditional, and I’m proud of the diverse experiences that have shaped me. Right after high school, I started working as a call center agent and quickly found opportunities to grow. By observing and learning from colleagues in the Business Intelligence (BI) department of the parent company, I earned a promotion to financial analyst. That role taught me the value of curiosity, persistence, and mentorship.

After almost two years, I was ready for a new challenge and entered the world of Silicon Valley startups. I transitioned into recruiting, HR, and business operations, helping startups grow from small teams to thriving organizations of 80-100 employees. I worked with talented people from one of the biggest software companies in the US, gaining insights into innovation, culture building, and leadership.

One of the highlights was my time at Janea Systems, a Seattle-based startup where we fostered an impactful culture and delivered meaningful work. Collaborating with one of the biggest US tech companies, I helped build high-performing teams working on their products. This experience honed my skills and showed me the impact of strong teamwork.

Furthermore, even while working in startups, I maintained my consulting agency, Human in Touch, for over six years. I supported clients across Europe and Asia, helping them recruit talent, scale operations, and pursue growth. Through this consulting work, I first encountered cybersecurity. Several projects touched on this field.

I was drawn to cybersecurity by its complexity, dynamic nature, and critical role in protecting people, businesses, and innovations. The challenge of staying ahead of constantly evolving threats, combined with the opportunity to make a real difference, ignited a passion that continues to drive me today.

MR: You founded SAFA with a clear vision. Can you tell us about the inspiration behind it and how it came to be?

Andrijana: ‘SAFA,’ which stands for “Safety for All,” came to life through a collaboration with an old friend and business partner, TT from Team T5. After my time at Janea Systems, I wanted a new challenge—one that would let me build both a meaningful business and a great team. TT had a small, talented group ready to grow, and together, we saw a huge opportunity to create something special.

From the start, my vision for SAFA was about more than just providing solutions. I wanted to create a workplace where people are happy, grow both personally and professionally, and make a real difference. I believe work should be a place of growth, collaboration, and purpose—and that’s what we set out to build at SAFA.

After validating our business idea through market research and using our networks, we saw a real need for our vision. SAFA’s mission is to enhance safety and security using advanced threat intelligence and Tier 1 research strategies. Our core offerings help European organizations stay ahead of evolving threats, while also showing our commitment to making a positive impact on the world.

Based in Vienna, Austria, SAFA now has 15 employees around the world, mostly in Europe. Since we started two years ago, we’ve grown and built partnerships that have helped us get where we are today.

MR: What are the most common challenges your clients face in cybersecurity, and how do you guide them through these challenges?

Andrijana: Many of our clients struggle with the sheer amount of data they have to deal with. It can be hard to tell what’s a real threat and what’s not. We help them by providing clear, actionable intelligence that cuts through the noise, so they can focus on what’s important.

Recently, there’s been an increase in threats coming from the APAC region, and organizations want to stay ahead of them. That’s where our tailored solutions, like ThreatVision, are useful. They offer insights and tools that make managing threats easier and more effective.

MR: Can you tell us more about your flagship product, ThreatVision? What is it, and what makes it unique?

Andrijana: ThreatVision is made by TeamT5, a company in Taiwan, and it’s designed to fight cyber threats coming from the Asia-Pacific region.

What makes it special is that it focuses on Advanced Persistent Threats, or APTs, and the specific risks in this part of the world. It’s user-friendly, so teams can work with it easily, and it also provides tailored services to help organizations stay prepared. By focusing on the APAC region, ThreatVision helps clients stay ahead of the threats that are most important to them.

MR: How has your partnership with TeamT5 influenced SAFA’s capabilities and offerings?

Andrijana: Our partnership with TeamT5 has been a game-changer for SAFA. Their expertise in handling cyber threats from the APAC region allowed us to offer specialized solutions like ThreatVision, which is truly unique.

TeamT5 brings over ten years of experience, and their intelligence skills give us the advantage to provide valuable insights to our clients. This collaboration has also helped us reach more people and build trust because we can confidently offer cutting-edge tools supported by a globally respected team.

MR: How did you approach team building at SAFA? What specific qualities or skills do you value in individuals?

Andrijana: Building the right team was a top priority when starting SAFA. I knew regular hiring methods wouldn’t work in cybersecurity. So, I spent months improving our hiring process, rewriting job descriptions, and creating strategies to attract the right people.

I like to say I prepared for war but was met with still waters that flew like a river—a calm but steady path shaped by the community and opportunities I encountered along the way. I joined the cybersecurity community and was welcomed warmly. Going to conferences and meeting people in the field helped me build real relationships that were key to SAFA’s success.

Staying true to our vision and doing what we said would help build our reputation and attract people who shared our goals. After our first hires—with some initial help—word spread. 

Today, most of our team members are recommended by current employees or are contacted directly by them.

It’s been great to see SAFA grow into a real community of professionals who believe in what we’re building. We’ve also put a lot of effort into designing technical interviews that look beyond just technical skills. While those skills are important, the kind of people we bring to SAFA is just as important. We focus on creating a collaborative environment where growth and learning are encouraged, not competition.

The qualities I value most in people who manage complex cybersecurity projects are curiosity, adaptability, and a willingness to work together. Cybersecurity changes quickly, and success depends on teamwork, a desire to learn, and the ability to find new solutions under pressure. At SAFA, we want people who are not only experts but also want to help others succeed.

MR: Can you share some insights into your leadership approach and key achievements during this time?

Andrijana: To me, leadership is about setting our culture and helping others succeed. I want to create a place where people feel valued, can grow, and know their work matters. Of course, there’s a lot of work in a new company, but I’m lucky to have a talented and dedicated team.

Successfully completing our second year was a big milestone, and it’s been great to see our progress.

Managing the company’s strategy, operations, and leadership means balancing a long-term vision with what needs to be done every day. These past two years have been about resilience, learning, and sacrifice. As SAFA’s leader, I spend a lot of time thinking about leadership, and our people, and learning from our mistakes.

Strategically, I follow a philosophy like Kaizen—always trying to improve everything we do, even in small steps. I focus on matching our goals with what the market needs and building partnerships to expand our reach. Operationally, I work closely with our teams to make sure they have the resources and support they need. I help create collaboration and remove obstacles so the team can focus on their best work.

Over the past two years, we’ve achieved some important things. We formed two key partnerships that helped us grow to meet our commitments. We also sponsored a Capture the Flag (CTF) competition with She Hacks in Nairobi, supporting students starting cybersecurity careers—showing our commitment to giving back.

Additionally, we launched our first conference, SAFACon, where professionals shared ideas and strengthened our network. We also had our first team-building event in Vietnam, which brought our team closer.

MR: As a woman in tech, what challenges did you face in your career journey? How did you tackle them?

Andrijana: As a woman in tech, the challenges I faced earlier in my career were definitely more pronounced. Being young and ambitious sometimes exposed me to bias. I’ve had the misfortune of working with individuals who reinforced that bias, but I’ve also been incredibly fortunate to have worked with people who believed in me and supported my journey. Those allies made a significant difference, and I’m deeply grateful for their encouragement and mentorship.

I believe biases exist in many fields, not just tech, and while they can be discouraging, I’ve always chosen to focus on what I can control. Even when things were hard, I refused to give up. Instead, I looked for better, more creative ways to approach challenges and strove to deliver meaningful work that made an impact.

What drove me through those moments was a deep belief in the value of my contributions and a determination to prove that success isn’t limited by traditional expectations. Over time, I’ve learned that resilience, creativity, and staying true to your vision are some of the best tools for overcoming challenges — in tech or anywhere else.

MR: What does the future hold for SAFA? What are some of your key goals and plans for the coming year?

Andrijana: SAFA is still growing, and we have exciting plans for 2025. One of our main goals is to expand our team by bringing in more talented people to help us move forward.

We’re also preparing for the next SAFACon, building on the success of our first conference to make it even better for the cybersecurity community. While we’ve made good progress in creating strong company processes, I believe we can always improve.

Growth and innovation are still at the heart of what we do. That’s why I’m especially excited about the big marketing campaign we’re launching for ThreatVision. It’s a major step in reaching new people and having a bigger impact.

Additionally, we’re planning to sponsor many great events and projects next year, continuing our support for the wider community. SAFA’s future is full of opportunities, and I’m very excited to see what happens next.

MR: Starting and running a business is demanding. How do you manage to maintain a work-life balance?

Andrijana: I’ll be honest—I haven’t completely figured out work-life balance! Starting a business means making sacrifices, and finding balance has been a big challenge. However, I’ve learned to take time off during New Year and summer to recharge and focus on what’s most important: my family and close friends, who have been incredibly supportive.

Besides work, I try to make time for things I enjoy and that helps me relax. I love reading whenever I can, but sometimes I just enjoy a quiet night with Netflix and doing nothing. I even did a Spartan Race with some of my SAFA colleagues—it was fun and memorable. I also like spending time in nature, doing puzzles, and learning new things.

Finding balance is an ongoing process, but I think it’s about enjoying the moments you have and giving yourself time to recharge in whatever way feels right.

MR: What advice would you give to young women who are considering a career in the tech industry?

Andrijana: My advice to aspiring women in tech is simple: never give up, and trust in your own potential. Instead of focusing on external barriers, turn inward and believe in your ability to overcome challenges. I’ve always approached life with the mindset that nothing is impossible, and I firmly stand by that. If you have the will and the courage to pursue your goals, there’s always a way to achieve them — often through creativity and determination.

Go into this field with your whole heart, and build resilience along the way, because you’ll need it. This industry has historically been male-dominated, but more and more women are making their mark, proving that we belong here just as much as anyone else.

I’ve had people express surprise that I’m a woman leading SAFA — some have even called me a unicorn! That never stopped me; in fact, it made me laugh. Unicorns are beautiful, after all, and there’s nothing wrong with being unique.

To encourage more women to pursue careers in tech, we need to continue building supportive communities, celebrating successes, and sharing stories of women who are thriving in the field. Representation matters, and by showing what’s possible, we can inspire others to follow their own paths.

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